Alkaloid Skopje: 1st Digital Academy

Transforming Digital & PR Strategies in the Pharma Industry

About the Project

The 1st Digital Academy by Alkaloid Skopje was designed to equip 30 OTC brand managers from nine South-East European countries with a comprehensive understanding of digital communications and PR in the pharmaceutical sector.

Held on November 11–12, 2024, in Skopje, this two-day intensive training program provided strategic insights, practical exercises and real-world applications, ensuring that participants could effectively engage consumers, collaborate with PR and marketing agencies, and navigate regulatory challenges in digital marketing.

As trainers, we designed and delivered a customized training program, developing tailored materials and interactive sessions that ensured the content was engaging, practical and adaptable to the unique needs of diverse markets.

Challenge

The training had to balance innovation with regulatory compliance, ensuring that brand managers could apply digital strategies effectively while adhering to industry regulations.
With participants from nine countries, each market had different levels of experience, regulatory restrictions and digital engagement trends.
The challenge was to make the content relevant and engaging for all attendees, regardless of their market background or level of digital expertise.
Digital marketing and PR can be complex for pharma sector, so we focused on hands-on exercises and real-world case studies to ensure practical application and active engagement.

Approach

Prepared tailored materials for the two-day training, covering:

1. Introduction to Digital Marketing & Communication Strategy
2. Content Strategy & Social Media
3. PR Fundamentals & Public Relations Integration in Digital Campaigns
4. SEO, Content Marketing, and Regulatory Considerations

Designed interactive sessions, incorporating case studies, group exercises and real-world applications to ensure high engagement.
Facilitated open discussions and Q&A sessions, allowing participants to share market-specific challenges and explore tailored solutions.
Focused on applicable digital strategies, helping OTC brand managers navigate regulatory restrictions while effectively utilizing digital channels.
Delivered real-time exercises, where participants applied newly learned concepts to their own brand and market challenges.

Results

The training received excellent feedback, with participants appreciating the practical exercises, discussions and real-world applications.
Lively debates and in-depth questions emerged, demonstrating deep engagement and interest in the topics.
The training effectively bridged the gap between digital marketing and the strict regulatory environment of the pharmaceutical industry.
Participants gained confidence in integrating digital strategies into their marketing and PR efforts while ensuring compliance with regulations.
Despite the differences in digital maturity and regulatory frameworks, the training was successfully adapted to resonate with all participants.
Delivered content that was applicable across markets, ensuring that every attendee left with actionable insights for their specific business needs.
The 1st Digital Academy laid the foundation for stronger, more strategic digital engagement within Alkaloid’s OTC brands across Eastern Europe.
The 1st Digital Academy by Alkaloid Skopje was a breakthrough initiative in pharmaceutical digital marketing education, successfully equipping brand managers with the knowledge, tools and confidence to enhance their digital and PR strategies in a highly regulated industry.